Implementing a CX transformation group wide and building internal CX capability in global telecoms – Qtel Group (now Ooredoo)


CX strategy implemented across 8 OpCos


Average increase in Net Promoter Score


Group CX team of 6 recruited and trained

The Opportunity

Qtel is a dynamic middle eastern telecoms group that went from a one country operation to a business serving 92 million customers in 8 years. Qtel had an ambitious vision to become a top 20, integrated, global telecoms group by 2020. The Qtel leadership team decided that customer experience would be the core strategy to drive growth and form the basis for transformation and consistent branding. Our client was the Group Transformation Officer, as well as helping him deliver the change he was accountable for, cp2 helped build an internal CX team who could sustain the journey to a customer-driven group over the long term.

The Solution

  • cp2experience established a team of five CX consultants based onsite in the middle east, distributed between the Group's headquarters and the initial pilot operating companies.
  • We worked with the client's brand team to define the future brand strategy. We had to ensure their aspiration could be developed into an operational plan that could be delivered in the home market and international territories.
  • A customer experience vision and strategy was developed – congruent with the brand strategy – to drive consistency of experience and ultimately customer advocacy in the markets in which the Group operate.
  • The roles and responsibilities of the internal CX team were defined and we supported the recruitment and selection of the internal team. As roles were filled, cp2 worked collaboratively with the client's internal team.
  • cp2 put forward a systematic approach to customer-centric transformation that was adopted and repeated in each geography. The approach was documented in a CX toolkit to drive rigour and consistency.y
  • We supported the deployment of the approach by the internal CX team across all major OpCos in two years.

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